Phil Penton – Social Media for Dealerships

1. Social Media for Dealerships Presented by Phil Penton Partner and President of Social Dealer Page: 41

2. ABOUT SOCIALDEALER SOCIALDEALER is a reputaEon and social media management plaGorm created to help automoEve dealers easily manage their social proﬁles, customer reviews, content and even engage with consumers, all through one centralized web applicaEon. Using industry-‐leading automo2ve technology Reputa2on One So;ware Social Media

3. Strategy for Success LEAD GENERATION SOCIAL MEDIA REPUTATION • Build buyers’ conﬁdence • Get more reviews • Gain public image • Share posiEve reviews ATTRACT • Promote • Connect w/consumers • Referrals • Build relaEonships • RetenEon • Grow loyal fan base • Grow sales • Reach viral audience CONNECT CONVERT

4. What is a Social Dealer? CONVERT CONNECT ATTRACT

5. Reason 1: IN 2008 CUSTOMERS VISITED 3.6 DEALERS BEFORE PURCHASING A VEHICLE – TODAY ITS LESS THAN 1.8 73% Of consumers consulted online dealership reviews REVIEWS ARE USED TO ELIMINATE DEALERS! Source: Yahoo

6. Reason 2: REVIEWS AND RATINGS ARE IN YOUR SEARCH RESULTS . . . THE AVERAGE METRO DEALER..

7. Reason 3: Reviews have gone MOBILE where customers can see your reviews instantly! Reviews are dominant in Apple’s iOS 6 for iPads and iPhones

8. Yelp: Why is it important? Yelp Reviews display automatically in Mobile Search Results 20% 29% Google Plus Cars.com 31% 8% 0% 7% Yelp 5% Edmunds Yelp rounds out the top three reputation sites in terms of Monthly Unique Visitors

9. Reason 4: REPUTATION AFFECTS LEADS A 2.7 RaEng between two 5 star dealers No stars 1 star

10. A SUCCESSFUL REPUTATION STRATEGY INCLUDES: 1. Monitor all review sites 2. Use reviews as a means to measure & improve 3.Respond to all reviews 4. Get more positive reviews 5. Promote positive reviews RESULTS: Get more reviews, Improve your average raEng, and drive more opportuniEes!

11. “PUBLIC CSI” Reputation Dashboard Have positive reviews been promoted on your social Have all the negative reviews sites? Where do you been responded to? need more positive reviews to bring up your average?

12. Monthly Unique Visitors on Review Sites Yelp 20,900,000 30,700,000 Google Plus Cars.com Edmunds DealerRater Yahoo Local 8,400,000 Yellow Pages 33,000,000 307,000 7,400,000 •  4,800,000 Monthly Unique Visitors provided as of 8/20/12 from compete.com

13. Total Reviews by Review Source NE Region Dealers 15% 8% 43% Google Yahoo Yelp Yellowpages Dealer Rater Honda 22% Chevrolet 3% 31% 56% 24% 51% 14% 2% 9% 9% 11% 2%

14. Total Average RaEng by Review Source 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 NE Region Toyota Honda Chevrolet Google NE Region Toyota Honda Chevrolet Yahoo Yelp Yellow Pages Dealer Rater 3.11 3.15 3.52 3.36 2.57 3.86 3.82 3.73 2.46 3.07 2.8 3.3 2.07 3.87 3.81 3.88 3.53 4.47 4.48 4.56

15. RESPOND TO REVIEWS Helpful Safety Tips •  Respond quickly •  Do not use a template response •  Research before responding •  Use this as an opportunity to learn and improve

16. IN YOUR REVIEW RESPONSE What to include: •  Apologize •  Empathize •  How you will rec2fy the situa2on. •  Be conversa2onal and be personal. •  Never a`ack or argue •  Restate your commitment to service

17. GET MORE REVIEWS In-‐Store PromoEons

18. GET MORE REVIEWS In-‐Store Processes •  Measure, Review, Change, Repeat •  Touch Point Training •  Inspect What You Expect •  Align Financial RecogniEon

19. BUILDING YOUR AUDIENCE

20. SOCIAL MEDIA CHALLENGES FOR DEALERS 1.  Getting Users to Engage & Share your content is difficult 2.  Dealers have limited Staff and Budget to Efficiently Manage All Aspects of Social Media 3.  Social Media Is Very Large & Complex – Requires significant Time to be effective 4.  ROI is not immediately recognizable in social media

21. A SUCCESSFUL SOCIAL MEDIA STRATEGY INCLUDES: 1. Capture all relevant social information 2. Create an environment to engage 3.Target InMarket Prospects & Customers 4.Engage with fans to reach their friends 5. Build a Sales Pipeline RESULTS: Attract local fans that have the potential to turn into customers and generate more leads!

22. BUILD IN-MARKET FANS

23. WHERE DO THESE CONVERSATIONS TAKE PLACE?

24. IT TAKES PLACE IN NEWSFEED

25. When you are in the news feed, you are in the palm of your customer s hand.

26. People are extremely engaged on Facebook… 70% Of households who bought a car in 2012 are on Facebook 1B stories posted every day (US, average) Source: Facebook internal data, June 2012.

27. And they’re interacEng with each other 40B+ news feed impressions every day (US, average) Source: Facebook internal data, August 2012.

28. Americans on Facebook are very engaged 179 72% MILLION ACTIVE USERS AVG. NUMBER OF FRIENDS 276 142 MILLION MOBILE USERS U.S. ACTIVE FACEBOOK USERS RETURNING DAILY Source: Facebook Internal Data, June 2012

29. Your customers are on Facebook

30. Seven out of ten internet users in the U.S. are on Facebook 69% OF INTERNET USERS VISITED FACEBOOK 55% WORLDWIDE Source: comScore Media Metrix, August 2012

31. American Facebook users represent the full populaEon… Age of Facebook users 23% 19% 18% 20% 17% 13-‐24 25-‐34 35-‐44 45-‐54 1.6x more likely to use FB 55+ 47% FEMALE 53% MALE Source: comScore Media Metrix, August 2012

32. … for more Eme … 8:55 6:02 4:31 4:10 4:54 3:27 2:26 2:27 1:10 1:35 Microso;TM YahooTM GoogleTM Facebook Microso;TM YahooTM Hours per month per user on desktop (US) Twi`erTM InstagramTM GoogleTM Facebook Hours per month per user on mobile (US) Source: Desktop: comScore global monthly data, September 2012; Mobile:: comScore US monthly data, September 2012

33. Ads to reach people you are reach Sponsored stories to NOT ADS connectedyou(newconnected toin the voice people to are audiences) AND of the brand THEIR FRIENDS

34. How ads and sponsored stories work together From a Page Post Homepage Homepage Page post from Page Sponsored stories*: Fans and their friends Ads: New audiences *People are seeing a story that they could have seen in their news feed. A business has paid to ensure that the viewer sees a story that they may have seen anyway in their news feed. Mobile

35. How ads and sponsored stories work together From a friend’s acEon Homepage Friend activity (check-in, like, post like, etc.) Sponsored stories*: Fans and their friends check-in post on mobile timeline *People are seeing a story that they could have seen in their news feed. A business has paid to ensure that the viewer sees a story that they may have seen anyway in their news feed. Mobile

36. Custom Audiences allows you to target your oﬀ-‐Facebook audiences on Facebook 1. Identify segments of customers or prospects 2. Find these people on Facebook using email, phone or UID 3. Reach the exact people you want to talk to with Facebook ads

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